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more on the craft beer trademark "wars"

Trademark Wars: Turning Negatives into
Positives

Saranac and Prism Urge Brewers to Create
Win-Win Relationships

Utica, NY-It's
become a reality in brewing: a brewery crafts a new beer recipe and then is
confronted with the impossible task of selecting a unique name. All brewers
entered the craft industry for the pursuit of good beer, but now an
ever-increasing amount of time and resource are being tied up because of
trademarks.

When you have over 3,200 craft breweries vying for names, you can
imagine the trouble in coming up with something distinctive. In some cases,
breweries only discover that names have been taken when the beer is already on
shelves or tap handles. In the worst of these cases, lawsuits ensue and no one
benefits.

However, with all the recent trademark excitement, we have found a
refreshing reverse in direction and it goes by the name Prism. Saranac released
Prism White Ale, a 2014 spring seasonal, without the knowledge that
Philadelphia-based Prism Brewing Company had the rights to the name.

"We had one of those, OH NO, moments," Nick R. Matt,
Saranac Brand Manager, tells. "I was in an account in Philly when I came
across cases from Prism Brewing Company."

"We didn't realize our mistake until fall 2014," says
Fred Matt, Saranac President. "By then we had the beer out a whole season
and Saranac drinkers had come to know the beer by this name." Fred gave
Rob DeMaria, Owner and Head Brewmaster at Prism Brewing, a call to acknowledge
the mistake and see what could be done.

"I was really impressed that Fred admitted his mistake,"
says Rob. "Four years ago when I entered the industry, I remember feeling
excited because breweries seemed to be working together for better beer, but
over time I saw that this wasn't the case. To have someone like Saranac care
and respect our name, gives me hope that breweries can work together. Fred's
call renewed my trust."

Fred and Rob believe the trademark issue has distracted the craft
industry. "Fred was apologetic and, I thought, why couldn't we both
benefit with a partnership," notes Rob. "Saranac could keep the name
its customers had come to know, and we could benefit from Saranac's laboratory
capabilities. We've even discussed the possibility of a collaboration."

Fred and Rob reached a mutually advantageous relationship by
having a dialogue. Imagine the good to come when brewers work together. Both
Saranac and Prism Brewing Company challenge the craft industry to work together
for the greater good of beer. Better beers won't happen by accident. When the
best brewing minds come together, we all win.

Saranac's Prism White Ale is now available in stores and draft
lines from January until the end of March. Retail locations can be found using
their Find a Beer locator.

###

F.X. Matt Brewing Company in Utica, N.Y., was founded in 1888.
Today, under the leadership of the third and fourth generations of the Matt
family, the brewery is celebrating 125 years of brewing. Through a commitment
to innovation and brewing excellence, the company has earned a reputation as
one of the country's most respected brewers of craft beers, including the
Saranac line. In each bottle of Saranac, you'll find exceptional quality,
distinctive ingredients and a refreshing twist on tradition - the signature of
the F.X. Matt Brewing Company.

Prism Brewing Company: Philly's most creative brewery. Operating
less than 10 miles outside of Philly, Prism Brewing is as hometown as you can
get. In fact, the name Prism is derived from the now defunct Philly based TV
channel; in part to pay homage to their roots as well as to the owner's
previous career working in TV & Film. The creativity nurtured from that
experience shows in the beers they brew today as does the anti-establishment
nature of his favorite band, Pink Floyd. Prism treats beer like a chef treats
food in that they only use whole, natural and fresh ingredients to create
balanced flavorful ales; using no extract flavors or purees. They use no
preservatives or finings and leave it unfiltered to keep their flavors fresh.
After all, beer is food, so let's make it flavorful and experience how life is
more colorful with a Prism. http://www.prismbeer.com

i didn't always love beer - there was a time in the distant past where i just didn't have a taste for it. fortunately my taste buds changed just around the time folks started brewing really tasty beer. my love affair with beer began. slowly at first, eventually blowing itself up into my current obsession with all things beer. i really like drinking beer. i also enjoy reading about beer, talking about beer, thinking about beer and watching people brew beer.